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Eyeing Holiday Season, Prosecco Powerhouse Mionetto Projects Double-Digit Gains For 2017

September 13, 2017

With growth in the Italian sparkling wine segment ongoing, Prosecco brand Mionetto is projected to approach 700,000 cases in the U.S. market this year, up from 610,000 cases in 2016 according to Impact Databank. Mionetto USA CEO Enore Ceola tells SND that given the health of the Prosecco category and Mionetto’s recent expansion in the chain retail market, he sees the brand reaching its goal of 1 million cases before long.

Mionetto’s recent partnership with California-based sales agent Vintage Point targeting the chain channel has been paying dividends, Ceola says. “We’ve made incredible strides with Safeway-Albertsons in California. We were basically nonexistent in that chain two years ago,” he explains. Within the next year, Mionetto ($14 a 750-ml.) will also have national placements with CVS and Cost Plus World Market, Ceola adds.

Mionetto has also gotten more aggressive on the advertising side, with a $3 million spend last year. Ceola expects those above-the-line efforts to pay off this holiday season. “We created momentum with that investment, and we learned a lot about what the consumer is looking for today, so we’ll be able to invest better going forward in 2018 and 2019,” he says.

While stoking growth for its namesake Prosecco remains the top priority, Mionetto USA has also branched out in other segments through its MW Imports division, which includes Champagne Alfred Gratien, Livio Felluga, Castello di Monsanto, Pertinace and Schloss Johannisberg, among others.

Tuscan label Monsanto has been among the top performers within that group lately. “Monsanto is up high double-digits,” says Ceola. “We launched a new red Tuscan blend early this year and it’s been very successful so far.” Monsanto, which has garnered more than 30 scores of 90 points or above from Wine Spectator over the years, sells about 23,000 cases in the U.S. annually. Friuli’s Livio Felluga, whose founder and namesake passed away late last year at the age of 102, is also on the rise, currently growing by low double-digits, Ceola notes.

Mionetto is owned by Germany-based Henkell & Co., which has annual revenues of about $827 million. —Shane English

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